Why Long-Term Licensing Wins (and Where Short-Term Fits In)
Julie Brown
August 19, 2025
At IMC, we’ve seen it time and again: the most successful licensing programs aren’t built on quick wins — they’re built on a clear, sustained vision that plays out over years. Short-term activations have their place, but without the structure of a long-term strategy, these moments often fizzle as quickly as they appear.
Licensing is a dynamic tool that can be tailored to fit the needs of any brand. The question is: what’s best for you? Playing the long game may feel overwhelming, while a short-term gain might not seem worth the investment. The truth? The two work best together — with long-term as the foundation and short-term as the amplifier.
Uses for Long-term licensing
Extend your brand beyond your core focus.
Looking to take your brand into new aisles or retailers outside your core offering? A strategic licensing partnership can get you there — allowing you to explore new spaces while relying on your licensee’s expertise in those categories.
Generate an additional revenue stream.
Long-term programs take time to build — often 2–3 years before national retail placement — but from year 5 onward, mature programs can generate royalties of $1M+ annually. The longer a program stays in market and continues product development, the more value it delivers.
Protect your trademark in adjacent categories.
Licensing lets you extend your trademark into new categories, preventing others from encroaching on your brand IP.
At IMC, we love watching mature programs thrive years after launch. Some we manage have been in market for over a decade — with several renewal periods still ahead.
uses for Short-term licensing
Broaden brand awareness.
Short-term licensing can quickly elevate your brand through co-branded launches or collaborations with established names — ideal for boosting engagement and reach.
Create limited-time-only product lines.
Perfect for generating buzz. These exclusive runs often sell out quickly, creating strong consumer and retailer stories even if they aren’t sustainable long-term.
Engage your current retailers.
If your core line is feeling stagnant, a short-term licensing deal can inject excitement and innovation, giving buyers something fresh to talk about at line reviews.
The Bottom Line
Think marathon, not sprint. A strong long-term strategy drives sustainable growth, while short-term deals create timely sparks of excitement. When the two are aligned, you get the best of both worlds — enduring brand value and moments that keep your audience engaged along the way.
If you’re looking for clarity or want to build a licensing program designed to last, we can help. Since 1997, IMC has guided brands through every stage of the licensing journey. Let’s talk about what’s next for yours.
